Building a global content framework

Wall Street English

OUR CHALLENGE

Wall Street English (WSE) has helped over 2 million students to learn new English language skills in the 40 years it has been operating. Today, over 190,000 students in 29 different countries are learning English with WSE. It’s a thriving community, but recruiting new students, when there are so many language and cultural differences to consider, brings a unique set of challenges. Our role was to give WSE the flexibility to speak to each market in a relevant and motivating way, whilst still maintaining brand consistency.

OUR APPROACH

With the focus on lead generation and conversion, we used a set of WSE personas to understand what students look for in the decision-making process. Once we’d done this we put together a set of content pillars and a simple content narrative to meet their needs. This was put into a content framework that could be used across all markets.

Once we had a clear content strategy pinned down we were able to map the content WSE had already created against our framework to before working on new content creation to start filling gaps.

We created a master film for WSE to appeal to students on a more emotional level. As well as showing the opportunities that come with learning a new language, we also took away the fear of the unknown by showing exactly what it’s like to learn with WSE using real teachers and students.

To support the master film we also created a series of short product videos that allowed potential students to pick and choose which of WSEs learning methods they wanted to find out about using interactive and sequential play options.

WHAT WE DELIVERED

Content Strategy

Master film

Product films

Infographics

Ebooks

Digital assets

Knowledge hub

RESULTS

WSE now have one unified global content strategy.

Content is accessed using the Knowledge Hub by 27 territories.

WSE are now able measure KPIs against each piece of activity including: awareness, lead generation, conversion, renewal and referral.